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At the center of successful product launch are customers who are happy, excited or relieved that something has been delivered to them. Given that customers are such a key part of this equation it’s astonishing how often product development teams get so “visionary” that they forget the very people they are trying to serve. Focusing on real people with real needs has a number of positive side effects, maybe the most important of which is your company survival. According to CB Insights 42% of startups fail because they are solving a problem that doesn’t have a sufficient market need. Here are some common fallacies that I have noticed through my 20+ years in software development:

Fallacy #1: No one will understand our vision until they see it!Some people have the belief that in order for someone to understand what they are talking about they have to show a working product. This is symptomatic of confusing the problem and the solution. While it is true that sometimes people need to …